Conference Notes: 'Methodology in Context', 24 November 2016, London

This was a one-day Market Research Society conference with ten presentations covering a very wide perspective on methodological developments. There are two Conference Notes from that event. In the first, Rachel Lawes argues the case for applying semiotics as a core methodology in qualitative research; in the second, Neha Viswanathan discusses the methodological challenges when researching millennials in an emerging market. The notes for Lawes concludes that the challenges for adopting such a methodology are more organisational bu researchers will benefit by expanding their ability to do the qualitative equivalent of inferential statistics. Viswanathan argues that brands need to acknowledge and understand that there is a world beyond millennials and London, and that they need intimacy with a wider demographic if they want to be relevant to more of the market.